NRMA Safety Hub

NRMA Safety Hub developed by CHE Proximity – Redesigning insurance by paying people to be safer before the disaster.

The Problem
Insurance is designed to only be useful after people experience disaster. When lives have been devastated and people are already surfing serious emotional and psychological distress.

The Solution
National Roads and Motorists’ Association (NRMA) Insurance, Australia’s leading insurance company wanted to do more than just help people get back on their feet after the disaster. So CHE Proximity helped them redesign the entire insurance category to prevent disasters altogether. Together they launched the NRMA Safety Hub app.

Approach
Using millions of dollars in claims money normally used to pay out after the disaster, Safety Hub paid people for being safer.

“We used 90 years of NRMA insurance experience and recent claims data to pinpoint homes most at risk of disaster. Then invited 156,000 high-risk Australians to download the app and participate in a program designed reduce their risk. Surprisingly, we found the greatest risks to Australian homes are easily preventable, like replacing aging $8 flexi hoses, clearing out clogged gutters, trimming overhanging branches, and replacing fire safety equipment.”

“We then designed a series of safety tasks which were served up based on the user’s risk profile data. Each time one was completed we paid them in cash for reducing their risk. It’s the first time insurance has rewarded customers for safety, not for tenure or number of policies held.”

Credits
Campaign: NRMA Safety Hub
Agency: CHE Proximity
CCO: Ant White
Creative Directors: Daniel Davison, Ashley Wilding, Hamish Stewart
Operations Manager: Roma Stein
Senior Editor: King Yong
Production Coordinator: Katena Valastro
Senior Producer: Kyla Bridge
Head of Design: Trent Roberts
Senior Designers: Fabio D’Aguanno, Vanessa Saporito
Chief Strategy Officer: David Halter
Head of Strategic Design: Matt Willcox
Senior Experience Planners: Alec Barr, Alyce Elia, Laura Williams
Director, Data Science: James Greaney

Client Services/Production:
CEO: Chris Howatson
Client Partner: Lorraine Gormley
Group Account Director: Stephanie Agostino
Digital Products Director: Anthony Harca
Developers: Transformation Delivery Director: Callum Hoogesteger
Chief Technology Officer: Mark Gretton
AdTech Solution Architect: Devinder Singh
Lead Mobile Developer: Abdollah Ebadi
CMO: Brent Smart
Director, Brand Strategy: Caroline Hugall
Integrated Marketing Specialist: Anna Rallos
One-to-One Marketing Specialist: Mitch Druitt
Director, One-to-One Marketing: Jason Ridge
Iteration Manager: Urs Kemmann
Marketing Automation Platform Lead: Mark Lowing
Senior Analyst: Gaurav Kakka
Senior Analyst Programmer: Ludovic Barbier
Marketing Operations Lead: Blake Pilgrim
Agile Coach: Peter Yen
Supply Chain Specialists: Daniel Perry, Nathan Larkin
Legal Manager: Elisa Nolf